Getting the Housing Mix Right – Why Early Decisions Matter More Than Ever
May 2026
By Owen Setter BA (Hons), MNAEA, New Homes Partner
One of the questions I’m most often asked by developers and landowners is why some schemes sell steadily from the outset, while others struggle to gain momentum — even in locations where demand appears strong.
In my experience, the answer is frequently rooted in early assumptions made about the homes a development will deliver. Long before a site reaches the sales market, key choices around unit sizes, house types and pricing bands are often shaping the eventual pace of sales.
Over the years, I’ve seen successful, well-located schemes become constrained not by demand, but by a lack of alignment between the homes delivered and the buyers the local market can realistically support. Too many similar house types, a limited choice for downsizers or first time buyers, or an over reliance on higher price points can all slow sales rates and place pressure on cashflow once build-out begins.
The strongest schemes I work with take time early on to understand who is likely to buy on a site and when. Local demographics, affordability levels, buyer behaviour and competing developments all play an important role in shaping demand. When these factors are considered alongside design and delivery conversations at an early stage, schemes are naturally better placed to perform once they reach the market.
This isn’t about second guessing planning outcomes or replacing specialist advice. Rather, it’s about ensuring that market conditions and buyer insight are feeding into early decisions, so that development proposals are grounded in how homes will ultimately be sold and occupied.
Affordable housing is also part of that picture. Where it is considered early and integrated sensibly, it can support delivery and phasing, rather than becoming a challenge later on when programmes and funding are already committed.
At Greenslade Taylor Hunt, I work closely with our planning, architecture and development teams to help developers and landowners think about sales performance and delivery alongside the technical process.
If you are assessing a site or shaping an initial proposal, I would welcome a conversation at an early stage to discuss how buyer demand, housing mix and phasing considerations can help support a smooth and successful scheme once it comes to market.
Find out more about how we can support you with marketing your New Home Development and contact our New Homes Team to get started.
Discover our range of New Homes Developments across the West Country and find your next place to call home.
In my experience, the answer is frequently rooted in early assumptions made about the homes a development will deliver. Long before a site reaches the sales market, key choices around unit sizes, house types and pricing bands are often shaping the eventual pace of sales.
Over the years, I’ve seen successful, well-located schemes become constrained not by demand, but by a lack of alignment between the homes delivered and the buyers the local market can realistically support. Too many similar house types, a limited choice for downsizers or first time buyers, or an over reliance on higher price points can all slow sales rates and place pressure on cashflow once build-out begins.
The strongest schemes I work with take time early on to understand who is likely to buy on a site and when. Local demographics, affordability levels, buyer behaviour and competing developments all play an important role in shaping demand. When these factors are considered alongside design and delivery conversations at an early stage, schemes are naturally better placed to perform once they reach the market.
This isn’t about second guessing planning outcomes or replacing specialist advice. Rather, it’s about ensuring that market conditions and buyer insight are feeding into early decisions, so that development proposals are grounded in how homes will ultimately be sold and occupied.
Affordable housing is also part of that picture. Where it is considered early and integrated sensibly, it can support delivery and phasing, rather than becoming a challenge later on when programmes and funding are already committed.
At Greenslade Taylor Hunt, I work closely with our planning, architecture and development teams to help developers and landowners think about sales performance and delivery alongside the technical process.
If you are assessing a site or shaping an initial proposal, I would welcome a conversation at an early stage to discuss how buyer demand, housing mix and phasing considerations can help support a smooth and successful scheme once it comes to market.
Find out more about how we can support you with marketing your New Home Development and contact our New Homes Team to get started.
Discover our range of New Homes Developments across the West Country and find your next place to call home.